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Branded Interaction Design ... oder warum Usability nur der Anfang ist.

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Präsentation von Dr. Carsten Totz, Strategy Director bei think moto auf dem World Usability Day 2013 in Heilbronn (leicht verändert). Welche Bedeutung haben digitale Interaktionen für die Markenführung? Warum reicht die Fokussierung von Usability-Aspekten aus Perspektive der Markenführung nicht aus? Wie lassen sich überzeugende digitale Markenerlebnisse gestalten? Was kann Branded Interaction Design (BIxD) leisten?

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Branded Interaction Design ... oder warum Usability nur der Anfang ist.

  1. 1. BRANDED INTERACTION DESIGN … ODER WARUM USABILITY NUR DER ANFANG IST. World Usability Day 2013 Heilbronn think moto - Dr. Carsten Totz 14. November
  2. 2. Strategische Designagentur mit Fokus auf digitalen Medien. 
 Konzeption und Gestaltung von Markeninteraktionen - 
 in Form von Interfaces, Produkten, Services und Identities. 
 12+ Experten in Markenberatung und Strategie, User Experience und Interaction Design, Visual und Interface Design, Creative Development und Projektmanagement. ! Web: www.thinkmoto.de Blog: www.brandnewthinking.de
  3. 3. WUD Heilbronn | BIxD & Usability | 14.11.2013 !3 EIN PERSÖNLICHER BLICK AUF DIE LETZTEN 13 JAHRE. HEUTE GEHT ES THEMATISCH „BACK TO THE ROOTS“. 2000 2013
  4. 4. WUD Heilbronn | BIxD & Usability | 14.11.2013 2000 UNI MÜNSTER WIRTSCHAFTSINFORMATIK ! ! WAS IST EINE GUTE WEBSITE? WIE MESSE ICH DIE QUALITÄT EINER WEBSITE? !4
  5. 5. WUD Heilbronn | BIxD & Usability | 14.11.2013 EIN MANN GAB VOR DIE ANTWORT ZU HABEN. WIR SAHEN DAS EIN ODER ANDERE ANDERS… Bild: ngen works / happywebbies.com !5
  6. 6. WUD Heilbronn | BIxD & Usability | 14.11.2013 !6
  7. 7. WUD Heilbronn | BIxD & Usability | 14.11.2013 „Interaktionsorientierte Markengestaltung … Kultivierung der internetbasierten Interaktion als Markenerlebnis 
 - Ausnutzung der Interaktionspotenziale …“ !7
  8. 8. WUD Heilbronn | BIxD & Usability | 14.11.2013 1 Interaktionen machen Marken - 
 und sind deshalb Kern der Markenführung. 2 Usability ist elementarer Hygienefaktor - 
 muss aber aus Sicht der Marke gedacht werden. 3 Branded Interaction Design (BIxD) ist der Schlüssel 
 zur Gestaltung effektiver Markeninteraktionen. !8
  9. 9. WUD Heilbronn | BIxD & Usability | 14.11.2013 1 Interaktionen machen Marken - 
 und sind deshalb Kern der Markenführung. !9
  10. 10. WUD Heilbronn | BIxD & Usability | 14.11.2013 !10 ALLES MARKE, ODER WAS? Konsumgüter Dienstleistungen Industriegüter Destinationen Nationen Personen NGOs MARKEN politische Parteien Sportvereine Bildungseinrichtungen soziale & kulturelle Einrichtungen Veranstaltungen KEINE MARKEN
  11. 11. WUD Heilbronn | BIxD & Usability | 14.11.2013 !12 RECAP: WAS IST EINE MARKE NOCH MAL? Ursprung heute ? Unternehmen Produkt Service Verhalten Performance Kommunikation Versprechen Image Story Logo Identity Experience Interface … … machen … kommunizieren … einlösen & halten
  12. 12. WUD Heilbronn | BIxD & Usability | 14.11.2013 DIE ESSENZ DER MARKENFÜHRUNG. ? !13
  13. 13. WUD Heilbronn | BIxD & Usability | 14.11.2013 DIE ESSENZ DER MARKENFÜHRUNG. !14
  14. 14. WUD Heilbronn | BIxD & Usability | 14.11.2013 DIE ESSENZ DER MARKENFÜHRUNG. Meaning Purpose !15
  15. 15. WUD Heilbronn | BIxD & Usability | 14.11.2013 !16 INTERAKTIONEN ALS INSTRUMENT DER IDENTITÄT:
 FÜR SOZIALPSYCHOLOGEN KEINE NEUE ERKENNTNIS. G. H. Mead H. Blumer INTERAKTION BEDEUTUNG IDENTITÄT
  16. 16. WUD Heilbronn | BIxD & Usability | 14.11.2013 INTERAKTION !17
  17. 17. WUD Heilbronn | BIxD & Usability | 14.11.2013 !18 Name Farbe Verfügbarkeit Preis Qualität Leistung Interaktion Experience etc.
  18. 18. Kunde / Projekt / Datum ERLEBEN, WAS VERBINDET? 
 WIE INTERAKTIONEN EINE MARKE BLOSS STELLEN KÖNNEN: WWW.DOMINIK-SCHWARZ.NET/TELEKOM-KUENDIGEN/ !19
  19. 19. WUD Heilbronn | BIxD & Usability | 14.11.2013 „Branding, now more than ever, is about owning the idea, putting it at the heart of the organisation, and enabling it to spread across all touch-points and channels, no matter how much the media landscape changes. ! It’s not simply a copy-paste of graphic principles. It’s experiential. The logo isn’t dead, it’s just irrelevant.“ 
 (Jason Little, Creative Director, Landor Associates London) !20
  20. 20. WUD Heilbronn | BIxD & Usability | 14.11.2013 !21 INTERAKTIONSQUALITÄT ALS TREIBER DES MARKENWERTS? INTERBRAND BEST GLOBAL 
 BRANDS 2013 1 +28% $ 98 Mrd. 6 +7% $ 47 Mrd. 2 +34% $ 93 Mrd. 7 +5% $ 42 Mrd. 3 +2% $ 79 Mrd. 8 +20% $ 40 Mrd. 4 +4% $ 79 Mrd. 9 -5% $ 37 Mrd. 5 +3% $ 60 Mrd. 10 +17% $ 35 Mrd.
  21. 21. WUD Heilbronn | BIxD & Usability | 14.11.2013 !22 INTERAKTIONSQUALITÄT ALS TREIBER DES MARKENWERTS? + GEWINNER 1. +28% $ 98 Mrd. 5. -5% $ 37 Mrd. 2. +34% $ 93 Mrd. 15. -1% $ 26 Mrd. 19. +27% $ 24 Mrd. 35. -9% $ 11 Mrd. 52. +43% $ 8 Mrd. 46. -8% $ 8 Mrd. 72. +30% $ 6 Mrd. 57. -65% $ 7 Mrd. VERLIERER
  22. 22. WUD Heilbronn | BIxD & Usability | 14.11.2013 (DIGITALE) INTERAKTIONEN PRÄGEN MARKEN - POSITIV WIE NEGATIV. DIE DIGITALISIERUNG RÜCKT INTERAKTIONEN (WIEDER) 
 IN DEN FOKUS DER MARKENFÜHRUNG. !23
  23. 23. WUD Heilbronn | BIxD & Usability | 14.11.2013 2 Usability ist elementarer Hygienefaktor - 
 muss aber aus Sicht der Marke gedacht werden. !24
  24. 24. WUD Heilbronn | BIxD & Usability | 14.11.2013 USABILITY IST NUR TEIL … Usability USABILITY „… is a quality attribute of the UI, covering 
 whether the system is easy to learn, 
 efficient to use, pleasant, and so forth.“ (NN/g Nielsen Norman Group) !25
  25. 25. WUD Heilbronn | BIxD & Usability | 14.11.2013 !26 … DER GESAMTEN USER EXPERIENCE - … Usability USABILITY „… is a quality attribute of the UI, covering 
 whether the system is easy to learn, 
 efficient to use, pleasant, and so forth.“ (NN/g Nielsen Norman Group) USER EXPERIENCE „… encompasses all aspects of the 
 end-user’s interaction with the company, 
 its services, and its products.“ (NN/g Nielsen Norman Group)
  26. 26. WUD Heilbronn | BIxD & Usability | 14.11.2013 !27 … SCHLICHT ELEMENTAR, ABER HALT NUR EIN ASPEKT. useful usable desirable valuable findable accessible credible Grafik: Peter Morville’s Ux Honeycomb
  27. 27. WUD Heilbronn | BIxD & Usability | 14.11.2013 !28 DIE USER EXPERIENCE IST DIE BRAND EXPERIENCE, 
 DESHALB SOLLTE SIE MARKENSPEZIFISCH SEIN. useful usable desirable „different“ valuable findable accessible credible Grafik: Peter Morville’s Ux Honeycomb
  28. 28. WUD Heilbronn | BIxD & Usability | 14.11.2013 !29 DIE USER EXPERIENCE IST DIE BRAND EXPERIENCE, 
 DESHALB SOLLTE SIE MARKENSPEZIFISCH SEIN. useful usable desirable „different“ valuable findable accessible credible Grafik: Peter Morville’s Ux Honeycomb
  29. 29. WUD Heilbronn | BIxD & Usability | 14.11.2013 COMPETENCE INNOVATION SIMPLICITY !30 SPEED SIMPLICITY TRUST
  30. 30. WUD Heilbronn | BIxD & Usability | 14.11.2013 !31 SIMPLICITY APPROACHABILITY DISRUPTION
  31. 31. WUD Heilbronn | BIxD & Usability | 14.11.2013 ! PARTNERSCHAFTLICHKEIT FAIRNESS KOMPETENZ TRANSPARENZ !32 PASSIONIERT PRÄZISE SELBSTBEWUSST OFFEN FÜR NEUES
  32. 32. WUD Heilbronn | BIxD & Usability | 14.11.2013 !33 „DON’T SUCK!“ SIMPLICITY INNOVATIVE CONFIDENT
  33. 33. WUD Heilbronn | BIxD & Usability | 14.11.2013 USABILITY UND USER EXPERIENCE BEEINFLUSSEN
 DIE MARKENWAHRNEHMUNG. IHRE GESTALTUNG OHNE MARKENPERSPEKTIVE VERSCHENKT POTENZIALE. !34
  34. 34. WUD Heilbronn | BIxD & Usability | 14.11.2013 3 Branded Interaction Design (BIxD) ist der Schlüssel 
 zur Gestaltung effektiver Markeninteraktionen. !35
  35. 35. WUD Heilbronn | BIxD & Usability | 14.11.2013 !36 NUTZERZIELE 
 & -VERHALTEN GESCHÄFTS-
 MODELL BRANDED
 INTER-
 ACTIONS Branded Interactions sind digitale Markenerlebnisse an der Schnittstelle von Geschäftszielen, Markenzielen und Nutzerzielen. MARKEN- &
 KOMMUNIKATIONS-
 ZIELE UNTERNEHMEN <- DESIGNER -> Branded Interaction Design übernimmt eine wichtige Mittlerrolle zwischen Unternehmen und Nutzern. NUTZER
  36. 36. WUD Heilbronn | BIxD & Usability | 14.11.2013 ACHTUNG! Branded Interaction Design (BIxD) bedeutet NICHT, jeden Kontaktpunkt, Screen, jedes Interface „stumpf“ 
 mit den Basiselementen der Marke zu „branden“. !37
  37. 37. WUD Heilbronn | BIxD & Usability | 14.11.2013 !38 MARKENINTERAKTIONEN: „HALL-OF-FAMER“. slide to unlock swipe, pinch etc. apps (TouchID) 1-Click-Shopping online-shopping search (box) mail & docs (cloud) turn to mute pattern to unlock (swift key)
  38. 38. WUD Heilbronn | BIxD & Usability | 14.11.2013 !39 NICHT „ON-TOP“, SONDERN ZIEL DER MARKENFÜHRUNG: MARKENPROFILIERENDE (DIGITALE) INTERAKTIONEN. MARKENERLEBNISPYRAMIDE
 (frei nach Maslow) JOY 
 OF
 USE EMOTIONEN KONTEXT NUTZEN - Eingehen auf die emotionalen
 Bedürfnisse des Benutzers - Eingehen auf die praktischen Ziele
 und Bedürfnisse des Benutzers - Kommunikation der Erhältlichkeit 
 und des Nutzenvorteils - Service/Produkt für die Ziel-
 FUNKTION gruppe zugänglich machen
  39. 39. WUD Heilbronn | BIxD & Usability | 14.11.2013 !40 NICHT „ON-TOP“, SONDERN ZIEL DER MARKENFÜHRUNG: MARKENPROFILIERENDE (DIGITALE) INTERAKTIONEN. MARKENERLEBNISPYRAMIDE
 (frei nach Maslow) JOY 
 OF
 USE EMOTIONEN KONTEXT NUTZEN - Eingehen auf die emotionalen
 Bedürfnisse des Benutzers - Eingehen auf die praktischen Ziele
 und Bedürfnisse des Benutzers - Kommunikation der Erhältlichkeit 
 und des Nutzenvorteils - Service/Produkt für die Ziel-
 FUNKTION gruppe zugänglich machen
  40. 40. WUD Heilbronn | BIxD & Usability | 14.11.2013 „das Lächeln ob
 der unerwarteten
 Aufmerksamkeit“ !41 „die Freude ob
 des Ease-of-Use 
 und Joy-of-Use“ „die Begeisterung
 ob des immensen
 Nutzens und der 
 Überraschung“ MIKROINTERAKTIONEN EINZELINTERAKTIONEN INTERAKTIONSKETTEN - - - reibungsloses Zusammenspiel 
 von Interaktionen (Ecosystems) - Erkennen von Interaktionsstati - Vermeidung von Redundanzen - etc. intelligente Formularfelder intelligente Call-to-Actions Info zu Passwort-Stärke Action-Feedback auf Button etc. Navigationswege auf Website Suche und Ergebnisanzeige Buchungsprozess etc.
  41. 41. WUD Heilbronn | BIxD & Usability | 14.11.2013 Markenprägung !42 INTERAKTIONS
 KETTEN Komplexität EINZEL
 INTERAKTIONEN MIKRO
 INTERAKTIONEN
  42. 42. WUD Heilbronn | BIxD & Usability | 14.11.2013 !43 BRAND FILTER: ÜBERSETZUNG DER MARKENWERTE UND 
 -VERHALTENSATTRIBUTE IN INTERAKTIONSPARAMETER. EINFACH EINFACH ONLINE KUNDENNAH INNOVATIV MENSCHLICH Look & Feel,
 Tonalität schnelle Erfassbarkeit der 
 visuellen Elemente und 
 Kernaussagen nähe und Erreichbarkeit zeigen, 
 social media integrieren frischer urbaner, zielgruppen-
 gerechter Look Informations-
 architektur Modularität im Seitenaufbau 
 und klare Zonierung der Inhalte Verwendung zeitgemäßer 
 Bedienparadigmen, z.B. swipe nutzerzentriert - statt produkt- 
 oder unternehmenszentriert Nutzerführung Dreiklang, kurze Wege, 
 eindeutige Call-to-Actions Orientierung an urbanen 
 Leitsystemen einen Flow in der Navigation 
 erzeugen, das gewisse Etwas etc. … … …
  43. 43. WUD Heilbronn | BIxD & Usability | 14.11.2013 !44 ROMAN HERZOG JOHANNES RAU HORST KÖHLER CHRISTIAN WULFF JOACHIM GAUCK WILLY BRANDT HELMUT SCHMIDT HELMUT KOHL GERHARD SCHRÖDER ANGELA MERKEL RONALD REAGAN GEORGE H. W. BUSH BILL CLINTON GEORGE W. BUSH BARAK OBAMA BRANDED INTERACTION DESIGN (BIxD) SORGT DAFÜR, 
 DASS (DIGITALE) INTERAKTIONEN ZUR UNVERWECHSELBAREN „SIGNATURE“ EINER MARKE WERDEN. JIMI HENDRIX JIM MORRISON ELVIS PRESLEY FREDDY MERCURY KURT COBAIN MICHAEL JACKSON JOHN LENNON AMY WINEHOUSE BOB MARLEY WHITNEY HOUSTON
  44. 44. WUD Heilbronn | BIxD & Usability | 14.11.2013 !45 USABILITY MARKENFÜHRUNG VS BIxD „so GEWÖHNLICH 
 wie möglich.“ „so UNGEWÖHNLICH 
 wie möglich.“
  45. 45. WUD Heilbronn | BIxD & Usability | 14.11.2013 1 Interaktionen machen Marken - 
 insbesondere im Zuge der Digitalisierung. 
 Deshalb werden sie Kern der Markenführung. 2 Usability ist elementarer Hygienefaktor bei der 
 Gestaltung einer überzeugenden User Experience. 
 Beides muss aus Sicht der Marke gestaltet werden. 3 Branded Interaction Design (BIxD) ist der Schlüssel 
 zur Gestaltung effektiver Markeninteraktionen. BIxD macht Interaktionen zur „Signature“ einer Marke. !46
  46. 46. WUD Heilbronn | BIxD & Usability | 14.11.2013 !47 „… view a product as the result of all these microinteractions 
 working in harmony. This is what Charles Eames meant when 
 he said the details are the design. Everything’s a detail, 
 everything’s a microinteraction: a chance to delight, 
 a chance to exceed user’s expectations.“ Dan Saffer
  47. 47. WUD Heilbronn | BIxD & Usability | 14.11.2013 too many 
 rappers, not 
 enough poets !48
  48. 48. WUD Heilbronn | BIxD & Usability | 14.11.2013 Interaktionen lassen Menschen Marken vielfältig und unmittelbar erfahren. Interaktionen zeigen die Seele und den Charakter einer Marke. Interaktionen sind die Handschrift einer Marke. Interaktionen machen Marken. ! Lasst uns solche Interaktionen gestalten. Lasst uns Marken ein Verhalten geben, dass wir selbst wünschen. !49
  49. 49. WUD Heilbronn | BIxD & Usability | 14.11.2013 VIELEN DANK. ES WAR MIR EINE EHRE. think moto Dr. Carsten Totz Schönhauser Allee 149 10435 Berlin ! +49 30 8101 1998 carsten.totz@thinkmoto.de www.thinkmoto.de www.brandnewthinking.de !50

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